2012 Winners & Shortlists

The Campaign

Challenge & Objectives: The challenge of launching the region’s first retail superstore for outdoor pursuits was amplified further by the opening date falling in the height of summer 2011. Temperatures soaring to 45˚C, combined with a prevailing sedentary culture and a limited budget, meant the launch needed to be something special, delivering exceptional ROI. Strategy & Execution: A fully integrated communications strategy was planned and implemented, led by heavy-weight PR activity. A loyal online community of adventurists was created (and is still ongoing) via social media outreach, and creative content was provided for an ATL radio media partnership. Success: The intensive campaign delivered outstanding media coverage, consumer engagement and business results, and the store was awarded the title ‘Most Admired Retail Launch of The Year’ at the Retail Middle East Awards 2011. PR activity delivered 61 pieces of quality press coverage in just six weeks, an ROI of 71:1, and a following of loyal brand advocates, demonstrated by the 22,000 facebook impressions and 1,830 members who signed-up to the store loyalty scheme within the first month.

The Brief

Objectives & Target Audiences - To create awareness for the launch of Adventure HQ among UAE media and consumers - To reach the UAE’s youth audience via engaging content - To own the outdoor adventure space online Brand Positioning: - To position Adventure HQ as a unique offering – the first and only store of its kind in the region - To position Adventure HQ as an experience as well as a product supplier An extensive media audit assessment of relevant online communities were conducted to provide key insights, to inform strategy and tactics. Findings included in strategy section.

Results

Communications Results: - Awarded ‘Most Admired Retail Launch of The Year’ at the Retail Middle East Awards 2011 - 61 pieces of media coverage appeared over six weeks, including Dubai TV, Dubai Eye, The National (x 4), Gulf News (x2), Al Ittihad, Sports 360, Time Out, Shape, Outdoor UAE, What’s On, 7 Days, Al Khaleej, Xpress, Sports, The Gulf Today etc. - ROI on PR alone of 71:1 - Created loyal brand advocates - 22,000 facebook impressions in the first month - Opportunities to See/Hear of 30 million Business Results: - Over 25,000 visitors to the store in the first month - Sales in the first month of launch exceeded target - 1,830 members signed-up to the store loyalty scheme within a month - Footfall to the Times Square Centre increased by 12% following the launch

Execution

PHASE 1: ENGAGING INFLUENCERS Seeding with local adventure clubs Spokesperson interviews placed in influential media Exclusive store preview secured with Time Out Dubai Adventurist Elham Qasimi secured as Brand Ambassador PHASE 2: ENGAGING A WIDER, MASS AUDIENCE Five features writers took part in an in-store adventure ahead of launch, including a tour and adventure activities with Elham Qasimi, to showcase the product and destination credentials. Official Store Opening A ‘rope cutting’ ceremony and photo-call were held, attended by over 20 media and 200 consumers. facebook support provided by tabs and promotions to encourage UGC. Speed Climb Competition A competition using the Climbing Pinnacle, with content posted on facebook, including live commentary, photos and videos, helping showcase destination credentials PHASE 3: AUDIENCE RETENTION AND LOYALTY ‘Share Your Adventure’ meant that following the purchase of an item in-store, the customer could receive store credit if they posted a picture on facebook.

The Situation

In early 2011 The Sharaf Group was seeking communications support for the opening of a new retail concept in the UAE – the first adventure superstore for outdoor pursuits. ‘Adventure HQ’, located in Times Square Centre, Dubai, was to house equipment, as well as offering in-store experiences including a Climbing Pinnacle and Cable Climb. Challenges included a limited population of regular outdoor pursuit enthusiasts, a lack of niche outdoor/sporting media and a difficult store location, with the mall receiving relatively low footfall and lacking in awareness.

The Strategy

Overview: A 360˚integrated strategy to leverage maximum engagement with media and consumers Campaign Phasing: Phase 1: Pre-opening - engaging key influencers via social media and PR Phase 2: Launch - engaing wider mass audience via PR, events, social media and an ATL radio partnership Phase 3: Post-launch - audience retention & loyalty via social media Findings from our research were used to inform tactical activity: Insight 1: Media were unsure where to purchase equipment Action: Key USP – Adventure HQ is a one-stop-shop for equipment Insight 2: Media believed an aspirational ambassador would increase consumer engagement Action: Key to recruit Media Ambassador to appeal to a wider audience Insight 3: Times Square Centre lacked media appeal Action: Key to position store as a destination experience Insight 4: Online communities in existance for adventure sports but nobody owning the space Action: Key to create an online presence to harness the community